New global marketing manager for The Macallan Jaume Ferràs Santín joins from Bacardi Spain
Single malt whisky brand The Macallan has appointed Jaume Ferràs Santín as its global marketing manager.
Ferràs Santín joins from Bacardi Spain where he was marketing manager for Martini for the last two years, which included the launch of Chispazo, Martini Dolce & Gabbana and the Martin brand campaign, “Luck is an Attitude”.
Prior to this he was innovation manager for Bacardi EMEA and group brand manager for Bacardi Spain and he has also worked with the Edrington group as brand manager for The Famous Grouse.
As part of the global brand team, Ferràs Santín will be tasked with the development of the overall positioning of The Macallan, working with partners from around the world, and driving the creative development of the brand.
Ken Grier, director of Malts at Edrington, commented: “We have been seeking to fill this pivotal role for some time and with Jaume’s appointment we have found the right man for the job! His depth of experience and insight is first class and I am sure he will bring great thinking and charisma to The Macallan global brand team. We are at entering a crucial time for the brand and Jaume’s mix of spirit and luxury knowledge will undoubtedly help us realize our ambitions for this exceptional brand.”
He replaces Francis Coulter who left the position last year, although the position is a 'refreshed' position within The Macallan. Coulter joined Boots as its senior brand development manager for Positive Health last September.